Harley-Davidson’s motorcycle sales are struggling.

Competing with Bird, Lime, Uber, and Lyft might be an answer.

To inspire even more people around the world to experience the exhilaration of riding a motorcycle, Harley-Davidson today shared details of its “More Roads to Harley-Davidson” growth plan through 2022.

In a fast-changing world with new consumer demands, these accelerated actions support Harley-Davidson’s 2027 objectives with increased focus and strategic investment to reinvigorate the U.S. business while accelerating the pace of international growth.

“The bold actions we are announcing today leverage Harley-Davidson’s vast capabilities and competitive firepower, our excellence in product development and manufacturing, the global appeal of the brand and of course, our great dealer network,” said Matt Levatich, president and chief executive officer, Harley-Davidson, Inc.

“Alongside our existing loyal riders, we will lead the next revolution of two-wheeled freedom to inspire future riders who have yet to even think about the thrill of riding.”

The result of a comprehensive, top-to-bottom assessment incorporating a “customer first” perspective, the More Roads to Harley-Davidson plan includes:

New Products, keep current riders engaged and inspire new riders by extending heavyweight leadership and unlocking new markets and segments.

Broader Access, meet customers where they are and how they want to engage with a multi-channel retail experience.

Stronger Dealers, drive a performance framework to improve dealer financial strength and the Harley-Davidson customer experience: “We expect this plan will result in an engaged, expanded Harley-Davidson community with a more diverse rider base, along with industry-leading margins and cash flow,” said Levatich.

Instead, he sees an opportunity for Harley-Davidson to sell a higher quality electric bike or scooter direct to consumers.

“It could position something that’s branded Harley as an alternative to scooter rental,”

Sundararajan said. “There aren’t many iconic mobility brands. How can Harley take advantage of people radically changing how they transport themselves?”

Clyde Fessler, who retired from Harley-Davidson after 25 years in a variety of executive roles, welcomes an evolving Harley-Davidson.

At age 77, he’s still taking out his five motorcycles with friends in a Harley-Davidson rider group.

“You mention the electric motorcycle and the old-timers raise an eyebrow,” Fessler said. “But some of the other people say this is exciting and they’re doing something different there.”

 

 

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